Growing Audience

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Growing Audience

• The Desert Sun
• Palm Springs, CA

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Aggregating Audience

• We are in the business of matching advertisers
  with audiences they care about.

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Aggregating Audience

• We must build audiences across a variety of
  publications and platforms because of changing
  readership habits.
• We must provide compelling and relevant news and
  information across a variety of platforms and
  publications that consumers will find meaningful.

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Opportunities

• Consumers have time and will make time for what
  they think is important.
• Newspaper readership is declining, but media
  consumption is going up.

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Seizing Opportunities

• Understand better what consumers want
• Give people
• What they want
• When they want it
• How they want it
• Remember low-end and non-consumers

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Consumers

• Listening to your best customers, providing them
  with something better, and making more money in
  the process can make companies more successful.
• Listening to your best customers, providing them
  with something better, and making more money in
  the process can also lead to your downfall.

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Our Portfolio of Publications
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Aggregating Audience
Targeted Publications
Community Newspapers
Online
Newspaper Readers
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Assessing Your Portfolio
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Assessing Your Portfolio
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Guiding Principles

• Be strategic. Create publications that add
  audiences that advertisers care about and that
  increase your footprint in the market.
• Remember that not all audiences are created
  equally.

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Guiding Principles

• Act like an integrated information company.
• Provide as much local content for as many
  different platforms and publications.
• Originate all editorial content out of the
  newsroom.
• Maximize resources.

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Guiding Principles

• Reuse as much content as possible
• Avoid homogenizing the content
• Keep editorial content independent
• Focus custom publishing on creating custom
  publications and advertorials for clients

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New Approaches

• Understand the job each publication is hired to
  do.
• Think beyond demographic segments.
• Expect the initial strategy is not the right one.
• Forget perfection. Go for whats good enough.

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New Approaches

• Listen to consumers and understand what they
  want. Do what they want, not just whats
  convenient for the newspaper.
• Abandon the If we build it, they will come
  approach. Find out instead what they want and
  build that.

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Lessons Learned

• You can leverage content far more than you
  probably think possible. This is a huge untapped
  resource.
• You can integrate publications into the newsroom
  without homogenizing them.

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Lessons Learned

• Targeted publications can be more appealing to
  readers
• Geography is easier than communities of interests
  to monetize
• Complete market coverage is a lot more viable
• New business models are worth trying.
• Be creative

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Community Weeklies
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Lessons Learned

• Dont operate like a newspaper
• Every department needs to change

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Assessing New Ideas

• Takes innovative approach
• Uses a new business model
• Shows potential to make money
• Appeals to low-end or non-consumers
• Provides a better solution
• Capitalizes on competitors weak spots
• Fits strategically

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The Readers Experience

• When I read the newspaper, it feels like a
  commitment. When I go online, it feels like a
  fling.

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Experience Gives Me Something to Talk About
Occasionally someone will say Hey did you read
that article in todays paper? No? You should
read it. It is a good article.
You must provoke this reaction OFTEN
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Lessons From Oprah

• Success stories give readers a sense of hope and
  accomplishment
• Readers connect with media personalities.
• Readers are interested in the staples of life
  (health, relationships, food, etc.)
• Readers want take aways so they can apply what
  theyve heard or read to their daily lives

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Managing Our Portfolio

• Give each of our current products a more specific
  mission to deliver target audiences.
• Build our portfolio based on what customers need
  or want.
• Test new ideas, especially ones that appeal to
  low-end and non-consumers.
• Ensure that new technology and platforms will be
  an increasing part of everything we do.